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BRAND SOUTH AFRICA

Portfolio Committee on Tourism

National Assembly10 March 2020

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CONTENTS

Introduction to Brand South Africa

Nation Branding

Brand South Africa Platforms & Programmes

Highlights of Brand South Africa Initiatives

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BRAND SOUTH AFRICA AT A GLANCE

OUR PURPOSE To lead with domestic and global marketing initiative of

our Country, thus in directly contributing towards job

creation, economy growth, poverty alleviation and social

cohesion WHAT WE DOThe official agency established to market

South Africa and manage its Nation Brand

reputation

HOW WE DO ITBy implementing proactive and

coordinated marketing, reputation and

communication strategies

BRAND PROMISE Inspiring new and different ways

OUR STAKEHOLDER TRUTHBrand South Africa a necessary partner

OUR POINT OF VIEWSouth Africa is an admired destination viable

for business, tourism and to study

OUR VALUE PROPOSITION Nation Brand marketing expertise

Nation Brand reputation

BRAND SOUTH AFRICA’S

PROPERTIES AND PRODUCTSPlay Your Part initiative

South African Competitiveness Forum (SACF)

Nation Brand Forum

Global South Africans

Reputation programme (Team SA)

WHY WE DO ITTo improve South Africa’s image and

global competitiveness

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BRAND SOUTH AFRICA – WHO WE ARE

Brand South Africa was established in August 2002 to help create a positive and compelling

brand image for South Africa.

The official marketing and reputation management agency for South Africa.

Tasked with positioning South Africa as a competitive destination of inward investment,

trade, skills, tourism, etc.

The message of South Africa’s competitiveness must be anchored in facts and borne out by the

reality experienced by our audiences.

Manage our Nation Brand reputation to contribute to South Africa’s global competitiveness

Inspire and instil active citizenship amongst South Africans

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BRAND SOUTH AFRICA’S PRESENCE

Beijing, China

JHB, South Africa

London, UK

New York, USA

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BRAND SOUTH AFRICA’S REACH THUS FAR

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Public Relations

Advertorials

Opinion Pieces

Thought Leadership

Articles

Advertising

Digital Platform

and Social Media

Pro-active

MARKETING

Pro-active

COMMUNICATION

REPUTATION

MANAGEMENT

AN INTEGRATED MULTI-CHANNEL COMMUNICATION APPROACH

WORKING WITH VARIOUS STAKEHOLDERS

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WHAT IS A NATION BRAND?

A Nation Brand is the ‘history, heritage,

stories, values, culture and vision, that when

put together provide a country with a common

sense of identity, purpose and NATIONAL

PRIDE.

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THE ANHOLT - GFK ROPER NATION BRAND HEXAGON

Culture &

heritage

People

Exports

Governance

Tourism

Investment &

Immigration

Commercial and cultural products

and sporting prowess

Skills and

openness

Investment potential and

attractiveness to outsiders

Level of

satisfaction with

country’s

products and

services

Competency fair

governance,

human rights,

international

contribution

Potential

attractiveness

and economic

contribution

A Nation Brand is the

sum of people’s

perceptions of a country

across six core areas

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COUNTRIES ENGAGE IN NATION BRANDING TO:

Attract tourists

Stimulate inward investment and boost exports

To improve the standard and quality of life for their citizens

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10 October 2019

THEME: “Reviving South Africa’s Nation

Brand identity and narrative”

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Where

•UrbanTree, Sandton

How

• Inspire South Africans to find collaborative ways in telling a cohesive narrative about the country

•Panel discussion

•One-on-one TV, print, online & radio interviews

•Social media influencers

•Pledges by stakeholders

Reach

•Combined audience reach of 15 127 452

•Kaya FM; Afropolitan Magazine; NewzRoom Afrika; CGTN; Smile FM; Mail & Guardian; Ubuntu FM; Place Brand Observer

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NATION BRAND FORUM 2019

NBF 19 Panellists

Minister Mthembu delivering remarks

Pre-event social media posts by influencers

Brand SA feature on

PlaceBrandObserver.com

Nation Branding support pledge by JSE

representative

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PLACE BRAND OBSERVER MEDIA PARTNERSHIP

Post the Nation Brand Forum,

the partnership with Place

Brand Observer continues in

2020

Featuring South African

sustainable tourism

champions whose success and

actions make them “brand

ambassadors” of a modern,

innovative and sustainability-

savvy South Africa; a country

which is attractive for

international talent and

investors.

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BRAND SOUTH AFRICA MASTER CLASS

To empower key stakeholders with the intricacies of handling a nation brand

Everyone has a part to play in making our country a complete and

competitive nation

The Master Class is about building a nation brand that at its core is unified

through its diversity

Desired outcome: Buy-in into the nation brand and country vision

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TO EFFECT A UNIFYING BRAND IDEA

OUR BRAND ALIGNMENT GOAL

ONE COUNTRY

ONE VISION

ONE BRAND

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NATION BRAND

PROVINCIAL

CITIES/MUNICIPALITIES

OFFERING

ALIGNED/ ONE VOICE

BRAND

ARCHITECTURE

HOW TO ACHIEVE IT …

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INTERNATIONAL: CITY & PROVINCIAL

The Nation Brand logo to lead all internationally brand representation

Provincial and City logos co-branding is represented within the Nation Brand logo

PROVINCIAL LOGOS CITY LOGOS

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GLIMPSE OF HOW WE LOOK

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BRAND SOUTH AFRICA’S BRAND ALIGNMENT TOOLKIT

www.brandsouthafrica.com

ONE COUNTRY

ONE VISION

ONE BRAND

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CEO’S KNOW CAMPAIGN – SA TOURISM CEO TESTIMONIAL

In order to compete effectively,

every nation needs to be known for

something.

Every brand is shaped and

influenced by perceptions and it is

imperative that South Africa is kept

at a top of mind brand awareness in

select markets.

CEOs Know campaign sought to

enhance Nation Brand awareness,

image and reputation through

promotion of the brand utilising

international platforms.

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COUNTRY AV / TVC

Showcasing South Africa to a global

audience.

Providing the AV to stakeholders

who address audiences

internationally.

GLOBAL SOUTH AFRICANS

PROGRAMME

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• Aim: To strengthen Nation Brand advocacy amongst South Africans living abroad

• Format: Activations at SA-themed events hosted internationally, informal SA-themed events (Heritage

Day braai, quiz), more formal engagements with SA business or academics based in market

• Web-based GSA Networking Platform to be launched in Q3 FY 2019/20

• To date, Brand South Africa has implemented GSA activations in the countries below:

GhanaNigeria

Singapore

Head Office

Country Offices

UK

France

China

Australia

UAE

New Zealand

Madagascar

USA

THE GLOBAL SOUTH AFRICANS PROGRAMME

Germany

Qatar

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GLOBAL SOUTH AFRICANS (GSA)

• Aimed at enlisting the talent, experience

and credibility of South Africans living

abroad to build the Nation Brand

internationally

• South Africans living abroad are often the

first point of contact for people overseas

whose judgements have a profound impact

on the fortunes of our country

• GSAs can show the world what South

Africans are made of, why we are worth

investing in and partnering with and how we

can help find creative solutions to the

world’s problems

• GSAs can influence tourism decisions within

their networks abroad

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GLOBAL SOUTH AFRICANS – HOSTED IN PERTH

Women's T20 Cricket World Cup

COLLABORATIONS WITH DIRCO

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Support for Team SA delegation in Brasilia (Comms & Digital)

Support for Cocktail Reception for H.E. President Cyril Ramaphosa and

African Heads of Mission accredited to Brazil on margins of 11th BRICS

Summit

Support for BRICS Business Council engagements during BRICS

Partnership with BRICS Institute to host post-BRICS Summit event:

“Doing Business in Brazil” (led by Research, upcoming)

BRAZIL – 11TH BRICS SUMMIT 2019

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3

0

New Development Bank President, Mr. K.V.

Kamath addressing attendees at BRICS

Business Council Breakfast

(top from left) Mr. Fadl Nacerodien (Minister

Plenipotentiary), Mrs. Mashimbiye and

Ambassador Mashimbiye welcoming President

Ramaphosa

Guests listening to Keynote by President

Ramaphosa at Reception, 13 November 2019

PROMOTING COUNTRY REPUTATION IN BRAZIL & AT BRICS 2019

TOURISM: STAKEHOLDER

RELATIONS INITIATIVES

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AFRICA TRAVEL INDABA

May 2019

Brand South Africa collaborated with the National Department of Tourism and South Africa Tourism at the Africa

Travel Indaba – the largest tourism marketing events on the African calendar that showcases the widest variety of

Africa's best tourism products and attracts international buyers and media from across the world.

This strategic platform enabled Brand SA to profile and utilise the Tourism sector features of the country to elevate

South Africa’s reputation.

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TOURISM MONTH COLLABORATION

September 2019

Brand South Africa, the National Department of

Tourism, South African Tourism and Kwa-Zulu

Natal Tourism Agency, collaborated on the

delivery of the Tourism month programme, led by

the Minister of Tourism.

The programme illustrated the role of local

Tourism as a contributor to the local economy

and job creation, as well as profiling features

that promote the competitiveness of the nation

brand in tourism, hospitality and heritage.

The execution of this programme was in the

format of a series of activities, supported by a

Play Your Part Ambassador tour.

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EASTERN CAPE TOURISM, ROAD SAFETY AND CHARITY TOUR

OCTOBER / NOVEMBER 2019

• Brand South Africa collaborated with a Eastern Cape Tourism and host of other government, business and civil

society stakeholders in efforts to showcase the provincial tourism potential. The EC SUV tour was a multi

stakeholder tour that began with fundraising activities in Port Elizabeth, proceeded to two community stopovers

and ended in Coffee Bay with an outdoor activity showcase.

• Brand South Africa elevated the role of active citizenship in fostering the responsible behaviour of road users

with an understanding of the impact of negative road safety profile on the Nation Brand.

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LIMPOPO TOURISM, HERITAGE AND INVESTMENT TOUR

DECEMBER 2019

Brand South Africa and Limpopo Tourism Agency curated and collaborated on a three-day tour that profiled and

showcased the Limpopo province as an attractive destination for Tourism, lifestyle and adventure. Furthermore, the

tour showcased investment features and export potential of the province.

The tour group comprised of a group of lifestyle and travel bloggers as well as media representatives and on -air

talent from Gagasi FM, together with a delegation from Brand South Africa and Limpopo Tourism.

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UNITED CITIES & LOCAL

GOVERNMENT WORLD

CONGRESS

Airport TV (play AV)

TOURISM: GLOBAL MARKETS

INITIATIVES

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“DISCOVER SOUTH AFRICA” OPEN DAY

SEPTEMBER 2019

Brand South Africa supported and co-hosted the Dis-cover South Africa Open Day with the South African Embassy and South African

Tourism. This was 4th instalment of the annual “Discover South Africa” Open Day, and the event was hosted on the Embassy premises,

with products from locally based importers of South African products exhibited.

The event attracted over 2000 guests in a period of two days. Products such as rooibos, rooibos ice-cream, wines and boerewors were

exhibited by over 20 exhibitors, whilst the event also encompassed celebration of South Africa’s heritage month, with Eli Zaelo (Tshe-

gofatso Mhlongo) as South African musician based in Hong Kong performing as part of the programme.

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CELEBRATING TOURISM MONTH IN QATAR

SEPTEMBER 2019

Brand South Africa partnered with the SA Embassy in Qatar

and South African Tourism on the 19th of September 2019 to

implement a Tourism Trade Workshop and a closed sessions

with heads of destination marketing organisations.

The first session was a closed event attended by 20 CEOs and

HODs of Destination Marketing Organisations (DMOs) , whilst

the second session was the main Tourism Trade Workshop with

the whole Qatari Tourism Trade value chain.

The Tourism Trade Workshop was aimed at educating the

Qatari Tourism Value Chain about South Africa’s tourism

offerings , whilst also strengthen relations with relevant

private sector and public sector institutions.

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MEET SOUTH AFRICA - UK

#MeetSouthAfrica is a Concept that was developed by Brand South

Africa in the United Kingdom , borrowing the slogan from South

African Tourism , however expanding it to be a ‘meeting place’ for

Global South Africans and Friends of South Africa in the UK.

- Through #MeetSouthAfrica, Brand South Africa works with all the

South African entities in the UK in order to provide a single platform

through which people can hear about South Africa.

- Based on the South African concept of IMBIZO (gatherings) Brand

South Africa does a Roadshow wherein it meets the people where

they are ( in their cities around the UK) instead of always inviting

people to go to the capital, London.

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MEET SOUTH AFRICA CRICKET TEAM

Brand South Africa collaborates with South African Tourism

in the UK to promote South African Sports & Culture

- When the South African Cricket Team was in England for the

ICC Champions , Brand South Africa and SA Tourism hosted

South African and UK Cricket Fans

- They were hosted at the South African High Commission (

Embassy) as a way of making it a way-away-from home and

for the UK citizens to experience South African hospitality so

that they would be encourage to visit South Africa for the

‘real’ experience.

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MANDELA CENTENARY

Brand South Africa worked in Partnership with South African

Tourism in the UK to celebrate the Centenary of Nelson Mandela

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- Brand South Africa UK office proposed the idea of an intimate

dinner of 27 Influential people to celebrate Nelson Mandela’s

journey from a food perspective, thereby showcasing South Africa’s

food offering to the UK Market and to mark his 27 years in prison

- Another dinner would be 100 to mark 100 years of Madiba.

- The suggestion was to bring Nelson Mandela’s personal chef , South

African ( Xoliswa Ndoyiya) to the United Kingdom accompanied by

Anna Trapido (British)to collaborate in telling the story of Mandela’s

Favourite Food. Xoliswa and Anna are the co-authors of the book

Ukutya Kwasekhaya (Food from Home). This encouraged

collaboration between United Kingdom and South Africa .

In the picture : UK Country Head, Pumela Salela, Wife to Christo Brand,

Estelle, Mandela’s Chef, Xoliswa Ndoyiya, Mandela’s prison guard, Christo

Brand, CEO of Nelson Mandela Foundation; Sello Hatang, Dr Anna Trapido ,

Author of Nelson Mandela’s Hunger for Freedom , Otti Mabuse – BBC Strictly

Come Dancing, Tolene van der Merwe, South African Tourism

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A TASTE OF SOUTH AFRICA

‘A Taste of South Africa – A celebration of Nelson Mandela’ to

mark the Mandela Centenary in the UK ( 12 June + 13 June

2018)

- The South African government declared 2018 the Year of

Nelson Mandela. The year 2018 marked 100 years since the

birth of Madiba and was commemorated under the theme: “Be

the legacy.’

- “The celebration was a major milestone in the incredible story

of Nelson Mandela and our nation’s journey”

- Brand South Africa worked with South African Tourism in the UK

to mark the Centenary of Nelson Mandela

- This assisted us in positioning South Africa from a culinary

perspective which is a major part of the Tourism experience.

Panel Discussion held at South Africa House in Trafalgar Square

in the UK, facilitated by Brand South Africa UK Country Head, Ms

Pumela Salela.Panel consists of Xoliswa Ndoyiya, Sello Hatang ,

Dr Anna Trapido and Christo Brand

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MEET SOUTH AFRICA

Brand South Africa in partnership with South African Tourism

invited stakeholders to a day of about the South African

Value proposition and encouraging South Africans abroad to

Fly the Flag for South Africa and by selling the country for

Tourism purposes amongst their UK friends.

- Global South Africans are encouraged to the Brand

Ambassadors for South Africa and to promote the country for

business , trade and tourism.

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CELEBRATE SOUTH AFRICA

– Brand South Africa takes a

#TeamSouthAfrica approach when it

promotes South Africa in the United

Kingdom

- South African Tourism is included as part of

‘South Africa Inc’ so that we go to market

with one messaging

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UNITED STATES – AFROPUNK ATLANTA ACTIVATION

● Brand South Africa, in collaboration with Black & Abroad,

and Joburg Tourism Authority joined forces for dynamic

and impactful activation which engaged hundreds of

AfroPunk Atlanta attendees.

● Brand South Africa’s role:

– co-activate the RoadToSouthAfrica promotional

space

– providing branding

– hosting of information sessions and panels which

covered an array of topics from traveling as a

Woman, to Mental Colonialism.

– promote content that sells South African and Gauteng

experiences.

● The message driving Team South Africa’s presence on the

ground was ‘all roads lead to South Africa-Joburg’

UPCOMING ACTIVITIES

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WORLD FOOTBALL SUMMIT 2020, DURBAN

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@brand_Sa

@PlayYourPartSA

Brand South Africa / Play Your Part

www.brandsouthafrica.com